Description
*This is a group project, The Company we choose Meraas based in the United Arab Emirates and wants to enter to South-Eastern Asia which are Malaysia, Thailand and Singapore. For the first part of this report, I have done Technological, Environmental and Legal part of the PESTEL analysis which I have attached. Now I need to do BERI Index for those parts in Maximum 150-180 words and country of my choice is Malaysia*
EVALUATING INTERNATIONAL MARKET INVESTMENT OPPORTUNITIES USING MARKET-SCREENING PROCESSES:
Usually, due to the huge investment risks associated with the internationalization of businesses, one assessment process alone is not enough to make an investment decision in International Marketing. Companies usually conduct a second (and sometimes even a third) assessment process before making a final foreign investment decision. As a result, you will assume that the favourable macro-environment of the country you have selected in Part 2 above is not enough to make the final foreign market-entry decision. So, in your group, evaluate the International Market Investment Opportunities in each of the 3 countries with the Business Environment Risk Index (BERI Index) model in order to confirm if the selected country is really the best out of the 3 countries to internationalize your brand into.
a) Use a separate BERI Index sheet for each country. Discuss and analyse the 15 criteria in the BERI Index sheet. Give ratings of 0 to 4 to each criterion based on what you find about it in each country.
(b) Multiply the rate you have given for each criterion with the weight of that criterion to get the BERI index for each criterion.
(c) Add up all the indices to arrive at the Overall BERI Index for the country. The decision rule (provided to you in the lecture slides and on Moodle) is that the country with the highest Overall BERI Index score is the best foreign market to enter.
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